# Driver-Rescuing Campaigns MINI Turns Getting a Flat Tire on the Road into a Marketing Opportunity By Laura McQuarrie | Published 2015-05-09 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/flat-tire-on-the-road References: [designtaxi](http://designtaxi.com/news/375445/MINI-s-Fun-Campaign-Surprises-Stranded-Drivers-With-A-Test-Drive-On-The-Street/) & [facebook](https://www.facebook.com/MINI.Singapore/videos/vb.318889896603/10152715322051604/) Knowing the frustrations drivers feel when they get a flat tire on the road, MINI set up the 'We Tow, You Drive' initiative in Singapore. Whether by a flat tire or a break down, MINI decided to put a spin on a negative event. When a driver was pulled over to the side of the road, MINI rescued the [stranded drivers](https://www.trendhunter.com/trends/jeep-rescue-squad) by sending their car to a garage and offering them a [test drive](https://www.trendhunter.com/trends/electric-capri) in one of its own vehicles in the meantime. Rather than feeling stressed and stranded, drivers were treated to an [uplifting experience](https://www.trendhunter.com/trends/really-good-mood-machine) that will sit in the back of their minds when it's time to purchase a new vehicle—depending on the extent of the repair needed to the cars in the garage, this could be quite soon. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 9% | Activity: 28% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Key Themes Behind This Trend - **Driver-rescuing Campaigns:** MINI's 'We Tow, You Drive' initiative showcases the potential for brands to transform negative experiences into positive ones. - **Uplifting Customer Experiences:** Companies can create long-lasting impressions by providing customers with memorable and positive experiences in unexpected situations. - **Test Drive Marketing:** Offering test drives as a marketing strategy can increase brand exposure and influence customer purchasing decisions. ### Where This Applies - **Automotive:** The automotive industry can adopt driver-rescuing campaigns to enhance customer satisfaction and brand loyalty. - **Marketing:** Marketing industry professionals can explore the potential of creating uplifting experiences for customers through unconventional campaigns. - **Customer Service:** Companies in the customer service industry can learn from MINI's initiative to turn negative situations into positive brand interactions. ## Related on Trend Hunter - [Taxi Driver-Centric Branded Events](https://www.trendhunter.com/trends/taxi-driver.md) - [Cheeky Electric Vehicles Ads](https://www.trendhunter.com/trends/koda-hijacks-competitors.md) - [Travel-inspired Brand Campaigns](https://www.trendhunter.com/trends/road-and-beyond.md) - [Hands-Free Driving Campaigns](https://www.trendhunter.com/trends/passenger-princess.md) - [Adventurous Roadtrip Retail Campaigns](https://www.trendhunter.com/trends/pilot-flying-j-see-you-out-here.md) - [Automotive Parking Lot Pop-Ups](https://www.trendhunter.com/trends/parking-lot-pop-up.md) - [Hospital Entertainment Campaigns](https://www.trendhunter.com/trends/project-courage.md) - [Classically French Car Campaigns](https://www.trendhunter.com/trends/oui-oui-baguette-by-renault.md) - [Online Car Retailer Campaigns](https://www.trendhunter.com/trends/deflate-the-dealership.md)